Twitter is mostly considered to be a significant platform for communicating various messages. In the contemporary time, twitter has also become a potential platform for praying apologies from the customers in case any kinds of fault or mishap take place by the brand. Independent variable of these two studies are twitter apologies and dependent variable refers to the amount of sincerity and persuasion presented over there. The first study here has been conducted by Zimbra et al. (2018), for the sake of assessing and evaluating the subject matter, benchmark evaluation has been conducted from 5 distinctive topical domains.